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The successful implementation of demand response (DR) programs and their required infrastructure is significant for moving towards green energy communities and a better environment for living. Not only can renewable energy capacities contribute to this desideratum, but also electricity consumers who, until the last decade, have played a passive role.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title><jats:p>To answer these questions, a complex data set of 243 post-trial questions created by the Irish CER are analyzed using first-order and hierarchical CFA models with several SAS procedures (PROC CALIS, MIANALYZE). The questionnaire was launched to over 3,000 electricity consumers from Ireland that were participants to a trial program after the installation of smart metering systems and implementation of DR programs.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Findings<\/jats:title><jats:p>The effect of five latent factors \u2013 positive attitude, negative attitude, perceived impact of own actions, price- and incentive-DR programs \u2013 is measured. With a bi-factor CFA measurement model, the authors assess that they significantly influence the electricity consumers' awareness.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Research limitations\/implications<\/jats:title><jats:p>However, these findings have to be backed up by relevant information and simulations showing consumers benefits in exchange to their efforts. They have research implications on the design of the business models and DR programs pointing out the importance of benefits and fairness of value sharing mechanisms within energy communities.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Practical implications<\/jats:title><jats:p>Thus, the electricity consumers may change their consumption behavior as they positively perceive the implementation of DR programs.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title><jats:p>This paper fulfills an identified need to study post-trial questionnaire and reveal latent factors that make electricity consumer change their behavior.<\/jats:p><\/jats:sec>","DOI":"10.1108\/k-01-2023-0032","type":"journal-article","created":{"date-parts":[[2023,5,25]],"date-time":"2023-05-25T02:38:00Z","timestamp":1684982280000},"page":"3294-3325","source":"Crossref","is-referenced-by-count":4,"title":["What makes electricity consumers change their behavior? 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